Visual Identity
Our approach is confident, simple, and open: We use creativity and research to make design relevant, simplify the complex, and be inclusive. These guidelines help define the identity elements and how to use them—they’re a set of tools, not a rigid system.
Overview
Our visual identity includes core elements—logotype, color, and typography—to visually convey our brand and make Haworth recognizable and memorable across every application.
Our Haworth logo is the primary frame of reference for our brand and the unifying element across all communications.
Logo
Fonts (Typography)
Color
The Logo
Fonts (typography)
Our typography pairs the sans-serif font family, Founders Grotesk with the serif typeface, Plantin, communicating modern design and heritage in combination with one another.
Founders Grotesk Bold XCnd
ABCDEFGHIJKLMNOPQR STUVWXYZ
abcdefghijklmnop qrstuvwxyz0123456789!?.;“”$&#%(){}*
Founders Grotesk Family ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz0123456789!?.;“”$&#%(){}*
Plantin MT Pro Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz0123456789!?.;“”$&#%(){}*
Color
Our color palette is flexible and harmonious, taking our furniture palette in mind and pairing complementary dark and bright colors to allow photography and information to stand out.
01 Logo
Fonts (Typography)
03
Logotype
Element
The wordmark evolved the previous logo to make it more legible across a range of applications and easier to use. It is based on mid-century letter forms with a geometric cut. The result is confident and elegant, a nod to Haworth’s heritage with an eye to the future.
2 pt
2 pt
x
Logo clear spacing and minimum spacing
X is defined as the area around a logotype that excludes other graphics and typography. Allow for at least double the height (x) clear space around all sides of the logotype. The majority of applications require the standard logo size, with stated exceptions where a minimize size logo is appropriate.
DOWNLOAD LOGO
A registered trademark is generally used in conjunction with Haworth logo at least once within each application. Exceptions may include Haworth showrooms and signage, premiums, digital applications, and some publications. Contact HaworthBrand@haworth.com with any questions.
Logo trademark
2 pt
2 pt
x
The logotype acts as a visual anchor and should always be placed toward the top and left-aligned in both print and digital applications. Minimum margins are determined by the height of the logotype. All margins should adhere to the (x) logic and apply appropriate usage (1x, 2x, 3x) depending on scale of the logotype.
Logo placement
Don’t change the logo. Use the Haworth logotype correctly and consistently to maintain design integrity.
Maintain Integrity
Here are examples of incorrect logotype usage.
Sub-brands like Haworth Collection and Haworth Health emphasize the Haworth logo and do not require additional design for differentiation. For sub-brands, use the Haworth logotype followed by descriptors set in Plantin.
Sub-Brands
Haworth, the dominant logo, is always on the left or the top, with the partner logo on the right or bottom. When permitted, neutralize the partner logo in Petrol Black.
Partnerships
The Haworth Preferred Dealer logotype can be used in a horizontal or vertical lock-up.
Preferred Dealer Logotype & Co-Branding
Fonts (Typography)
Element
Our typography pairs the sans-serif font family, Founders Grotesk, with the serif typeface, Plantin, communicating a blend of modern design and celebrated heritage.
Founders Grotesk Bold XCnd
ABCDEFGHIJKLMNOPQR STUVWXYZabcdefghijklmnop qrstuvwxyz0123456789!?.;“”$&#%(){}*
Founders Grotesk Family ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefg
hijklmnopqrstuvwxyz0123456789!?.;“”$&#%(){}*
Plantin MT Pro RegularABCDEFGHIJKLMNOPQRSTU
VWXYZabcdefghijklmnopqrstuvwxyz0123
456789!?.;“”$&#%(){}*
The use of Founders Grotesk and Plantin is key to the integrity of the Haworth design system.
They are used when the brand expression is the strongest to convey clear and confident messaging.
The interplay of this typeface combination is unique to Haworth and communicates design leadership.
Purchase Founders Grotesk via the Klim Type Foundry.
Purchase Plantin MT Pro from Adobe Fonts.
Corporate Typeface (for Agencies)
Founders Grotesk
Founders Grotesk and Plantin are the only licensed typefaces intended for use by the Haworth Creative Studio.
In the few instances or use cases when they are not available,
Franklin (in lieu of Founders Grotesk) and Century (in lieu of Plantin) can be used as alternatives for Microsoft Office applications, but their use will give the brand a generic look and feel.
Do not mix default typography with Founders and Plantin.
Use Arial for all email communications.
For Chinese characters use Ping Fang TC .
Alternate Typeface (Everyday)
Franklin Gothic
Plantin MT Pro
Century
Color
Element
Our color palette is flexible and harmonious, taking our furniture palette in mind and pairing complementary dark and bright colors to allow photography and information to stand out.
We use colors in the right proportions to create harmony. The neutral color is a backdrop for and paired with complementary dark and bright colors.
This underlying principle provides general guidance for color usage and for more advanced applications.
Colors in these guidelines are displayed in RGB.
Use CMYK formulas for printing.
Color Formula: Neutral + Core + Dark and Bright Accents
Neutral Cream/Gray, Petrol Black, and Bright Red are our core colors and represent our brand consistently across applications. They are a foundation for color our Neutral + Dark + Bright formula. Use core colors in corporate applications.
Essentially Haworth
We use standard colors for standard collateral materials.
Standard Colors
We use expressive colors for more external facing applications that require expression in their identity, from social media to events. Follow the Neutral + Dark + Bright color formula.
Expressive Colors
Depending on context, the Haworth logo may require different color usage—from corporate to more expressive: Bright Red, Petrol Black, and specific color combinations, based on application.
Logo Color Usage
Additional elements bring in color and should be considered as part of the overall composition.
Color is Everywhere
Work within the defined color palette to create a distinct branded experience. These examples illustrate how not to apply color in composition and application.
Color Don'ts
2X
2X
X
2X
X
Do not use drop shadows on the logotype
Do not cut off the logotype
Do not rotate, invert, spin, angle, or pivot the logotype
Do not stretch the logotype
Do not enclose the logotype in a shape
Do not type the logotype
Do not outline the logotype
Do not fade into the background with type on top
Do not use more than one logo per visual surface
Do not use gradients in the logotype
Do not use on background that makes logo illegible
Do not use colors outside of the Haworth palette
Horizontal Lock-up (recommended lock-up)
Vertical Lock-up
Neutral
Core
Dark and Bright Accents
Gray Tint
TINT 70% PMS Cool Gray 1 C
C0 M0 Y0 K10
R230 G231 B232
HEX #E6E7E8
Petrol Black
PMS 303 C
C100 M47 Y22 K82
R0 G29 B52
HEX #001D34
Bright Red
PMS 2035 C
C0 M100 Y80 K3
R229 G25 B56
HEX #E51938
Dark Blue
PMS 2187 C
C100 M43 Y3 K46
R0 G74 B120
HEX #004A78
Neutral
(Choose 1)
Dark
Bright
Bright Red
Petrol Black
Cream Tint
Gray Tint
Neutral
(coose 1)
Dark
Bright (choose 1)
Cream Tint
Gray Tint
Petrol Black
Bright Red
Bright Blue
Bright Green
Bright Orange
Bright Cream
Neutral
Dark
Bright (choose 1)
Cream Tint
Dark Blue
Bright Blue
Bright Green
Bright Orange
Bright Cream
Gray Tint
Dark Green
Dark Red
Dark
Terracotta
Corporate Color
Standard Color
Expressive Color
Color in Photography – When optimal photography is not available, use color as a treatment on photos.
Color in Illustration – Use the color palette when creating illustrations.
Color as Composition – Use the color palette in typography and as a color block in modules.
Don’t use Bright Red outside of institutional applications
Don’t use non-brand colors
Don’t be too loud or use multiple Bright colors in one composition
Don’t use transparency
Don’t use gradients
Make sure there is enough contrast to guarantee legibility with typography
Use the standard and minimum size sub-brand logos provided
Use only the horizontal lock-up at the minimum height
Haworth is always the same height in the master brand and sub-brand logotype
Haworth and the sub-brand descriptor always sit on the same baseline when horizontal
Don’t add a trademark symbol to the sub-brand logotypes
When a trademark is needed use the recommended placement of the trademarked master brand logotype
How to apply:
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Vertical Lock-up
How to apply:
•Use the Founders font for Preferred Dealer lock-up as it maintains Haworth as the master brand.
•Dealer logos are always on the left or top of the Haworth Preferred Dealer logo.
•Don’t add a trademark symbol to the Preferred Dealer logotype.
•When a trademark is required, use the recommended placement of the trademarked master brand logotype.
How to apply
01 Logo
02 Logo clear spacing and minimum spacing
03 Logo trademark
04 Logo placement
03 Logo trademark
02 Logo clear spacing and minimum spacing
01 Logo
04 Logo placement
How to apply
Horizontal Lock-up
01 Logo sub-brands
02 Logo partnerships
03 Logo Preferred Dealers
03 Logo Preferred Dealers
02 Logo partnerships
01 Logo sub-brands
How to apply
Use the standard and minimum size sub-brand logos provided
Use only the horizontal lock-up at the minimum height
Haworth is always the same height in the master brand and sub-brand logotype
Haworth and the sub-brand descriptor
always sit on the same baseline when horizontal
Don’t add a trademark symbol to the sub-brand logotypes
When a trademark is needed use the recommended placement of the trademarked master brand logotype
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Use Founders Grotesk font for Preferred Dealer lock-up as it maintains Haworth as the master brand.
Dealer logos are always on the left or top of the Haworth Preferred Dealer logo.
Don’t add a trademark symbol to the Preferred Dealer logotype.
When a trademark is required, use the recommended placement of the trademarked master brand logotype.
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How to apply:
How to apply:
How to apply
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01
02
FIND FOUNDERS FONT
FIND FOUNDERS FONT
FIND PLANTIN FONT
FIND PLANTIN FONT
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Color formula: Neutral+Dark+Bright
Essentially Haworth
Standard colors
Expressive colors
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02
03
04
Color formula: Neutral+Dark+Bright
Core colors : Essential Haworth
Standard colors
Expressive colors
01
Essentially Haworth
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Standard colors
03
Expressive colors
04
Choose one Neutral color for the background
Put copy in Petrol Black
Use Bright Red as an accent (e.g., logo or small callout); note that it’s also used for the business card background
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How to apply:
How to apply
How to apply
Use Petrol Black and one Neutral as background or copy color
Use bright colors in moderation as accents (small callouts or infographics)
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How to apply:
How to apply
How to apply
Use one Dark color and one Bright color for either background or copy
Use Neutral colors as accents
Do not mix two Bright colors
Maintain the formula of one Neutral + one Bright + one Dark
If necessary, you can use Petrol Black as a second Dark color
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How to apply:
How to apply
How to apply
Logo color usage
Logo color usage
01
01
Color is everywhere
02
Color don'ts
03
Color is everywhere
02
Color don'ts
03
Resources
Vertical Lock-up
Horizontal Lock-up
Vertical Lock-up
Horizontal Lock-up (recommended lock-up)
Same minimum height as the Haworth logotype
Not within text unless it’s the first and only instance of the registered logotype
Recommended placement: in footer with legal text at minimum height
When in doubt, err on the side of “over-marking”
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How to apply:
03
Fonts (Typography)
01 Logo
04 Logo placement
03 Logo trademark
02 Logo clear spacing and minimum spacing
01 Logo
03 Logo Preferred Dealers
02 Logo partnerships
01 Logo sub-brands
Expressive colors
04
Standard colors
03
02
Essentially Haworth
Color formula: Neutral+Dark+Bright
Core colors : Essential Haworth
Standard colors
Expressive colors
01
Logo color usage
01
Color is everywhere
02
Color don'ts
03
Formats
System
We use a unified system based on a letter format (8.5 x 11 inches).
Use a 16:9 aspect ratio for digital presentations.
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01 Layout Sizes (United States)
Layout Sizes (United States)
Layout Sizes (International)
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02
02
Layout Sizes (International)
Layout Sizes (United States)
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02
Layout Sizes (International)
Layout Sizes (United States)
01
Print Letter, 8.5 x 11 in
Print Tabloid, 17 x 11 in
Formats
System
For Europe and Asia Pacific we use the international ISO Standard system, based on the A Series. A4 designs correspond to letter and A3 designs correspond to tabloid.
Use a 16:9 aspect ratio for digital presentations.
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02 Layout Sizes (International)
Print A4, 210 x 297 mm
Digital Widescreen: 16:9 aspect ratio
PowerPoint Presentation: 960 x 540 px
Hi-Res Digital Presentation: 1920 x 1080 px
Print A3, 420 x 297 mm
Grids
System
Using a grid ensures that layouts are constructed in a clean and organized fashion. The grid helps apply structure to information and guide the way people read our communications. All printed grids are built on a 12 pt. baseline grid system, allowing for maximum flexibility in column structure.
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Letter 8.5 x 11 in
The grid can be adapted to any format—vertical or horizontal.
Use a continuous even margin based on 12 pt. increments (12 pt., 24 pt., 36 pt., 48 pt., etc.).
For digital presentations the size is based on the default PowerPoint slide (960 x 540 px) and the margins are set at 30px (three times the height of the logo at 10 px).
Widescreen 16:9 aspect ratio
Modular Layout (Portrait)
System
Our modular system is based on dividing the page in fourths.
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Four columns have a 12 pt. gutter (based on the 12 pt. baseline grid).
Horizontal guides are defined by dividing space inside the margins in fourths, and these guides sit on the baseline grid.
Compositions are created by placing content inside the modular fourths.
Recommended modular layouts are half-half and 1 to 3.
For more expressive applications (when color or images are full bleed), a half-half module is recommended.
For full bleed applications, margins are adjusted inside both halves to maintain consistent internal margin of 36 pt.
Examples are shown in letter format (8.5x 11 in.).
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Modular Layout (Portrait)
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Modular Layout (Landscape Format)
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Modular Layout (Portrait)
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Modular Layout (Landscape Format)
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Modular Layout (Portrait)
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Modular Layout (Landscape Format)
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Modular Layout (Landscape Format)
System
Our modular system is based on dividing the page in fourths.
The four column grid is also applied to digital presentations.
Standard PowerPoint slide: the four columns have a gutter of 24px, in set margins of 30px
Recommended modular layout is 1 to 3
Same grid can be used with full bleed content (color or images)
Examples are shown in widescreen, 16:9 ratio.
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Typographic variations built into the use of multiple fonts (or typefaces) and styles define the brand look and feel.
Fonts (Typography)
System
01 Hierarchy
How to apply
How to apply
Hierarchy
01
Letter Spacing
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Hierarchy
01
Style
03
Do's
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Don'ts
05
Typographic hierarchy is based on a 12 pt. grid.
With larger type sizes, scale type by increments of 12 pt. to maintain a proportional text hierarchy.
Existing sizes are related to letter format (8.5 x 11 in.).
For larger documents the relationships should be scaled.
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How to apply:
Letter spacing or tracking should typically be set to its default (0). However, when fine-tuning copy, up to -10 and 10 units of tracking are allowed. Never add additional tracking to Founders Grotesk or Plantin outside of the -10 and 10 bracket.
Fonts (Typography)
02 Letter Spacing
System
Hierarchy
01
Letter Spacing
02
Letter Spacing
02
Style
03
These examples show typographic hierarchy and styles
Fonts (Typography)
03 Style
System
Style
03
Use type to emphasize
Be concise
Use title case for headlines, without punctuation
The larger the type size, the shorter the copy
Stack type rather than forcing it into one line
Apply callout treatments sparingly to headlines
Use quotations as pull quotes or introduced within the context of body copy
Fonts (Typography)
04 Do's
System
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Add a period or an exclamation point to a headline
Use all caps
Use floating quotations
Over-emphasize everything—this feels too
“shouty”
Force copy into a headline if it’s too long; instead, consider editing or moving it.
Underline type unless it’s a digital hyperlink
Fonts (Typography)
05 Don'ts
System
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Do's
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Do's
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Don'ts
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Don'ts
05
Photography
Art Direction
Photography humanizes the deep research that goes into our understanding of how people use space, and brings product to life in an aspirational way by showing how it fits into lives and spaces. The following guidelines explain the principles behind this approach and give visual inspiration.
Light changes the mood and light conditions reflect human presence (shadows, variation).
Use natural light as much as possible.
If natural light is not possible, use soft lighting (e.g., a softbox).
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01 Natural light
Natural light
Authentic
Balanced
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Photography elevates the brand
Use spaces and people we aspire to.
Work with photography partners that demonstrate quality work.
Avoid overly retouched or staged images.
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02 Authentic
Spaces and furniture are essential and reduced.
Reduce clutter and complexity.
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03 Balanced
Natural light
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Authentic
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Balanced
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Balanced
03
Authentic
02
Natural light
01
Respect natural colors and textures
Avoid distorted lenses and forced angles
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Spaces
Frontal views are usually the most flattering to spaces
Avoid overheads unless trying to show an entire space
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Steal the moment (vs. posing)
Always cast people who can be used in videos and not just still imagery
Approach photo shoots in the same way as if you are shooting a film, considering the framing and narrative of each shot
Make people look relaxed
Emphasize people (vs. product) as the focal point to document for a specific content purpose
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People
Play with composition using foreground and background
Don’t over-stress the depth of field
Shoot at eye level
Show details that give a sense of the materiality
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01 Narrative
Center product within the frame
Shoot essential angles: front, back, 90° side, and 45° angle
Use even lighting
Don’t overdo drop shadows
Don’t cast shadows on product
If no drop shadow is possible, silhouette the product
Background is white with no visible horizon line
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02 White Sweep
Narrative
White Sweep
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White Sweep
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Narrative
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Product
Drop shadows show dimensionality but need to be used minimally. Below are guidelines for preferred style and attributes.
White Sweep
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Narrative
01
When selecting imagery from other Haworth sub-brands and partners look for natural light, authenticity, and a graphic composition. Review our guidelines on spaces, people, and product for more details on what makes a good image.
Images from Sub-Brands & Partners
Don'ts
Illustration
Art Direction
Illustrations range from informational (telling a story or specific point) to abstract (setting a mood, standing in for a concept). Some styles can be executed in-house while others should be commissioned to external illustrators to develop our illustration library.
Infographics are visual representations of information that use bold messaging and graphics to create confident compositions by using the entire page and mix of muted and accent colors. Use in documents, publications, and digital presentations as visual support.
Make infographics at a large scale in a minimalist style
Based on icon compositions and developed by Haworth Creative Studio
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Illustrations visually communicate complex ideas
Sketch is an approach to representing spaces. This style adds collage techniques with a hand-drawn look. An alternative approach is to use a precise, in-perspective line art style that maintains size and construction
details true to reality.
02 Sketch
Avoid filters or stroke styles that too clearly reveal the software features
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Infographics
Sketch
Narrative
Abstract
Icons for All Occasions
Framed Icons
Icons as Compositions
Icons are Contextual
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Narrative illustration is a visual storytelling approach that incorporates human touch through collage and gestural lines, and taking on different styles, such as collage or line art. The combination of collage, hand-drawn, and a reduced color palette creates a narrative style that is unique to Haworth, aligning the brand with journalism style and communicating design leadership.
For special events, skilled illustrators may be commissioned for a unique look and feel.
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03 Narrative
This style conveys Haworth’s design and art sensitivity, employing human touch to create abstract compositions that incorporate color, shape, and textures. The preferred use of this illustration style is as a background. Use our existing color palette to reflect the brand identity and create consistency over time.
Use for invites or more expressive applications when content related illustration or photography is not available.
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04 Abstract
Line weights are consistent throughout all icons and increase proportionally when scaled. Any new icons will be developed from the same grid by Haworth Creative Studio.
05 Icons for All Occasions
Icons come to life when used as supporting or introductory cues to content. Colors and dotted lines can be used to add layers of complexity and style to the icons.
07 Icons as Compositions
Consider the overall texture of the page (such as a white paper) when embedding icons within copy. The ideal line weight for the icon composition is in harmony with the other elements on the page.
08 Icons are Contextual
Sketch
02
Narrative
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Abstract
04
Icons for All Occasions
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Icons as Compositions
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Icons are Contextual
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Icons are Contextual
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Icons as Compositions
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Icons for All Occasions
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Abstract
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Narrative
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Sketch
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Corporate Typeface (for Agencies)
Alternate Typeface (Everyday)
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Corporate Typeface (for Agencies)
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Alternate Typeface (Everyday)
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Corporate Typeface (for Agencies)
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Alternate Typeface (Everyday)
Color
Color
Bright Cream
PMS 7500 C
C7 M6 Y30 K2
R231 G223 B183
HEX #E7DFB7
Dark Green
PMS 329 C
C100 M42 Y64 K13
R0 G107 B102
HEX #006B66
Dark Red
PMS 201 C
C22 M94 Y67 K22
R161 G42 B63
HEX #A12A3F
Dark Terracotta
PMS 173 C
C12 M79 Y98 K0
R218 G91 B43
HEX #DA5B2B
Bright Blue
PMS 2191 C
C86 M14 Y0 K0
R0 G162 B225
HEX #00A2E1
Bright Green
PMS 2412 C
C60 M0 Y54 K0
R101 G194 G150
HEX #65C296
Bright Orange
PMS 164 C
C0 M60 Y90 K0
R245 G130 B51
HEX #F58233
Bright Cream
PMS 7500 C
C7 M6 Y30 K2
R231 G223 B183
HEX #E7DFB7
Digital Widescreen: 16:9 aspect ratio
PowerPoint Presentation: 960 x 540 px
Hi-Res Digital Presentation: 1920 x 1080 px
01 Infographics
Infographics
01
Infographics
01
Blank text line
Blank space 2X
Blank space 2X
Blank text line
Blank text line
3X
3X
2X
Use framed icons to enhance style, add color, and create presence in marketing materials. Frame stroke and frame fill coloring help differentiate the meaning for each icon symbol.
06 Framed Icons
Framed Icons
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Framed Icons
06
Use Bright Red, Blue, Green, or Orange as a stroke color for icons and frames.
Use Petrol Black as a stroke color for icons and frames.
Frame Stroke Color
Limit stroke colors to
Bright Color or Petrol
Black for icons with an outlined frame.
Use Cream Tint or Gray Tint as a stroke color on Dark Blue, Green, Red, or Terracotta frame / color
Use Cream Tint or Gray Tint as a stroke color on a Petrol Black frame / color
Frame Fill Color
Limit frame fill colors
to Dark Colors only
Based on a template, can be consistently applied by the Haworth interior design team
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Use Petrol Black as a stroke color on a Gray Tint frame fill color
Frame Fill Color
Limit Neutral frame fill colors to Cream Tint / Gray Tint
Use Petrol Black as a stroke color on a Cream Tint frame fill color
Cream Tint
TINT 40% PMS 7500 C
C3 M2 Y12 K1
R242 G239 B222
HEX #F2EFDE
How to apply
How to apply
MENU
Introduction
Overview
Elements – Logotype
Elements – Typography
Elements – Color
System – Formats
System – Grids
System – Typography
Art Direction – Photography
Art Direction – Illustration
Overview
Brand Attributes
Engagement
Approach
Preserve Brand Integrity
Introduction
Homepage
Social Media
Introduction
Business Card
Letterhead
Envelope
Email Signature – Haworth
Email Signature – Haworth Collection
Introduction
PowerPoint Presentation
Digital Customer Presentation
Customer Story
White Paper
Product Sheet
Invite (Printed)
Evite (Digital)
Brand Strategy
Brand Attributes
Value Proposition, Mission, Vision
Brand Architecture
Brand Identity
Foundation
Visual Identity Elements
Corporate Materials
Voice
Digital
Brand Touchpoints
Resources
Foundation
Visual Identity Elements
Corporate Materials
Voice
Brand Touchpoints
Digital
Resources
Brand Strategy
Brand Attributes
Value Proposition, Mission, Vision
Brand Architecture
Brand Identity
Introduction
Overview
Elements – Logotype
Elements – Typography
Elements – Color
System – Formats
System – Grids
System – Typography
Art Direction – Photography
Art Direction – Illustration
Introduction
Business Card
Letterhead
Envelope
Email Signature – Haworth
Email Signature – Haworth Collection
Overview
Brand Attributes
Engagement
Approach
Preserve Brand Integrity
Introduction
PowerPoint Presentation
Digital Customer Presentation
Customer Story
White Paper
Product Sheet
Invite (Printed)
Evite (Digital)
Introduction
Homepage
Social Media
HOME
HOME
Resources
Overview
External-facing applications communicate who we are as a company. They reflect the more corporate aspects of the brand, from logotype to color. These applications are produced and designed by the Haworth Creative Studio. Most of these applications employ the standard size logo, with stated exceptions where the minimum size logo is appropriate.
Letterhead
8.5 x 11 in
Business card
3.5 x 2.25 in
Business envelope
Size 10
Letterhead
Body
Century Text
Size 10/12 pt
Tracking 0
Address/Header
Franklin Gothic Subtext
Size 8/10 pt
Tracking 5
The design of corporate stationery emphasizes the Haworth logotype, set in a signature shade of red.
How to apply
Dimensions: 8.5 x 11 in
8 columns, 12 pt gutter
Margins: 36 pt
Paper Stock: Mohawk Superfine Smooth Text, Ultrawhite 80 lb
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How to apply:
Envelope
Dimensions
9.5 × 4.125 in
Envelope #10
Margins
36 pt
Paper stock: Mohawk Superfine
Smooth Envelop, Ultrawhite 70 lb
Address
Founders Subtext
Size 8/10 pt
Tracking 5
The corporate envelope complements the stationery.
How to apply
Dimensions: 9.5 x 4.125 in
Envelope #10
Margins: 36 pt
Paper Sock: Mohawk Superfine Smooth Envelope, Ultrawhite 70 lb
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How to apply:
Email Signature – Haworth
01
Email Signature – Haworth Collection
02
Email signatures are set in a web sans-serif font and include an embedded Haworth logo. Arial is the font assigned for all email communication.
Name and Last Name
Arial Regular Bold
Size 10 px
Color Black
Title/Position
Arial Regular
Size 10 px
Color Black
Contact
Arial Regular
Size 10 px
Color Grey (R 150 G 150 B 150)
Logo
PNG
Size 12 px height
Blank text line
Blank space 2X
Blank space 2X
Blank text line
Blank text line
Email Signature – Haworth
01
Email Signature
Email Signature:
Haworth Collection
Email signatures are set in a web sans-serif font and include an embedded Haworth Collection logo. Arial is the font assigned for all email communication.
Name and Last Name
Arial Regular Bold
Size 10 px
Color Black
Title/Position
Arial Regular
Size 10 px
Color Black
Contact
Arial Regular
Size 10 px
Color Grey (#C0C0C0)
Logo
PNG
Size 12 px height
Blank text line
Blank space 2X
Blank space 2X
Blank text line
Blank text line
Email Signature – Haworth Collection
02
Email Signature – Haworth
01
Email Signature – Haworth Collection
02
Digital evites should capture attention through color, imagery, and headlines. Dimensions based on 5 x 7 in invite with larger text optimized for digital presentation
Evite
Corporate Materials
How these elements—logotypes, typography, and color—work together in layouts.
Business Card
Our business cards were designed to accommodate bilingual usage for global regions and different color usage for sub-brands.
01 Business Card
02 Business Card Specifications
Standard Business Card
Bilingual Business Card
Name and Last Name
Founders Grotesk Medium
|Size 8.25/9.5 pt
Tracking 5
Title and Contact
Founders Grotesk Regular
Size 8/9.5 pt
Tracking 5
Line Break 6pt
Last Name and Name
Ping Fang TC, Semi Bold
Size 9/10.5 pt
Tracking 20
Title
Ping Fang TC, Regular
Size 9/10.5 pt
Tracking 20
Contact
Founders Grotesk Regular
Size 8/9.5 pt
Tracking 5
Line Break 6pt
Title and Contact
Founders Grotesk Regular
Size 8/9.5 pt
Tracking 5
Line Break 6pt
Name and Last Name
Founders Grotesk Medium
Size 8.25/9.5 pt
Tracking 5
Dimensions
3.5 × 2 in
Logo 11 pt height, Bright Red
Margins
13pt
Paper Stock
Mohawk Superfine Eggshell
Cover, Ultrawhite 130 lb.
02 Business Card Specifications
01 Business Card
01 Business Card
02 Business Card Specifications
MENU
Introduction
Overview
Elements – Logotype
Elements – Typography
Elements – Color
System – Formats
System – Grids
System – Typography
Art Direction – Photography
Art Direction – Illustration
Overview
Brand Attributes
Engagement
Approach
Preserve Brand Integrity
Introduction
Homepage
Social Media
Introduction
Business Card
Letterhead
Envelope
Email Signature – Haworth
Email Signature – Haworth Collection
Introduction
PowerPoint Presentation
Digital Customer Presentation
Customer Story
White Paper
Product Sheet
Invite (Printed)
Evite (Digital)
Brand Strategy
Brand Attributes
Value Proposition, Mission, Vision
Brand Architecture
Brand Identity
Foundation
Visual Identity Elements
Corporate Materials
Voice
Digital
Brand Touchpoints
Resources
Foundation
Visual Identity Elements
Corporate Materials
Voice
Brand Touchpoints
Digital
Resources
Brand Strategy
Brand Attributes
Value Proposition, Mission, Vision
Brand Architecture
Brand Identity
Introduction
Overview
Elements – Logotype
Elements – Typography
Elements – Color
System – Formats
System – Grids
System – Typography
Art Direction – Photography
Art Direction – Illustration
Introduction
Business Card
Letterhead
Envelope
Email Signature – Haworth
Email Signature – Haworth Collection
Overview
Brand Attributes
Engagement
Approach
Preserve Brand Integrity
Introduction
PowerPoint Presentation
Digital Customer Presentation
Customer Story
White Paper
Product Sheet
Invite (Printed)
Evite (Digital)
Introduction
Homepage
Social Media
HOME
HOME
Resources
Overview
When used correctly and consistently, our brand voice allows us to create a familiar connection when we communicate to our audiences—from clients to partners and the general public.
Engagement
Our voice should be applied across everything we write with the intent of engaging the target audience.
Own Our Expertise
Speak as an industry leader and own our expertise—it’s what makes us distinctive.
Say It Simply
Be direct, clear, and concise; edit out unnecessary words and redundancies whenever possible.
Showcase Deep Thinking
Organize messaging to create a “road map” that guides the audience through content. Translate complex concepts into easy-to-understand ideas.
Creative
Generating original ideas and producing forms through imaginative skill to bring into existence something new.
Confident
Asserting a leadership role by directly communicating our expertise and how it benefits the audience.
Knowledgeable
Notable thought leader and trusted source offering guidance and insight.
Collaborative
Working together with a shared purpose toward shared goals.
Warm
Friendly, familiar, and empathetic toward the needs of the people whose lives we touch.
Visionary
Seeing the potential for new ideas with the ability to drive that vision forward.
Dynamic
Adapting and evolving to change and progress.
Insightful
Connecting information to larger ideas to provide benefit to our customers, partners, and organization.
Voice is informed by our brand attributes—who we are and what we are like.
Brand Attributes
01 Use first or second person when appropriate to personally connect with the audience.
02 Employ active voice rather than passive voice when possible.
03 Unpack ideas using descriptive headlines and subheads that offer clarity.
04 Leverage short sentences and bullets to simplify content.
Approach
Be sure to communicate the benefit(s) of your message to the audience. Invite readers in with casual, approachable—yet professional—language that connects with people.
How to apply
04 Leverage short sentences and bullets to simplify content.
03 Unpack ideas using descriptive headlines and
subheads that offer clarity.
02 Employ active voice rather than passive voice when possible.
01 Use first or second person when appropriate to personally connect with the audience.
01 Use first or second person when appropriate to personally connect with the audience.
02 Employ active voice rather than passive voice when possible.
03 Unpack ideas using descriptive headlines and
subheads that offer clarity.
04 Leverage short sentences and bullets to simplify content.
Preserve Brand Integrity
To ensure our brand attributes shine through our messaging—and to engage our audiences:
• Don't be prescriptive or too formal.
• Don't use ambiguous language, jargon, or clichés.
• Don't use third person unless necessary—
it creates distance.
Refer to our Editorial Style Guide for specific standards.
"They wanted to think outside the box—from their clients’ perspectives. "
Voice
Brand voice is a strategic tool that guides the tone and style in which we write and say things.
MENU
Introduction
Overview
Elements – Logotype
Elements – Typography
Elements – Color
System – Formats
System – Grids
System – Typography
Art Direction – Photography
Art Direction – Illustration
Overview
Brand Attributes
Engagement
Approach
Preserve Brand Integrity
Introduction
Homepage
Social Media
Introduction
Business Card
Letterhead
Envelope
Email Signature – Haworth
Email Signature – Haworth Collection
Introduction
PowerPoint Presentation
Digital Customer Presentation
Customer Story
White Paper
Product Sheet
Invite (Printed)
Evite (Digital)
Brand Strategy
Brand Attributes
Value Proposition, Mission, Vision
Brand Architecture
Brand Identity
Foundation
Visual Identity Elements
Corporate Materials
Voice
Digital
Brand Touchpoints
Resources
Foundation
Visual Identity Elements
Corporate Materials
Voice
Brand Touchpoints
Digital
Resources
Brand Strategy
Brand Attributes
Value Proposition, Mission, Vision
Brand Architecture
Brand Identity
Introduction
Overview
Elements – Logotype
Elements – Typography
Elements – Color
System – Formats
System – Grids
System – Typography
Art Direction – Photography
Art Direction – Illustration
Introduction
Business Card
Letterhead
Envelope
Email Signature – Haworth
Email Signature – Haworth Collection
Overview
Brand Attributes
Engagement
Approach
Preserve Brand Integrity
Introduction
PowerPoint Presentation
Digital Customer Presentation
Customer Story
White Paper
Product Sheet
Invite (Printed)
Evite (Digital)
Introduction
Homepage
Social Media
HOME
HOME
